Community, Author at iSportConnect

Tech Giants Disrupting the Sports Broadcasting Landscape

The sports media landscape is undergoing a seismic shift as major tech companies like Apple, Amazon, and Google challenge the traditional dominance of broadcasters such as ESPN, Sky Sports, and NBC. Netflix, a relative newcomer to live sports, has already made significant strides, with its Christmas Day NFL games drawing 24.3 million and 24.1 million viewers, respectively. This follows Netflix’s first live sports event—the Jake Paul vs. Mike Tyson boxing match—which attracted 108 million global viewers. These numbers underscore the growing influence of tech giants in reshaping fan engagement and monetizing sports content through cutting-edge technologies.

Key Deals and Data:

Amazon & NBA: Amazon has secured an 11-year media rights deal with the NBA, set to begin in the 2025-26 season, valued at ~$21 billion—demonstrating the immense demand and premium placed on NBA content.
Apple & MLS: In 2022, Apple made its debut in live sports broadcasting by signing a 10-year, $2.5 billion deal to globally stream all Major League Soccer (MLS) games via Apple TV.
Amazon & NFL: Amazon secured exclusive rights to “Thursday Night Football” in a $1 billion-per-year deal starting in 2022.
Google & NFL Sunday Ticket: YouTube secured the NFL Sunday Ticket package in 2023 for $2 billion annually, aiming to capture younger, cord-cutting audiences through YouTube TV and Primetime Channels.

Why the Shift?

Tech companies are increasingly viewing live sports as a powerful tool to drive user retention, engagement, and revenue growth:

Boosting Subscriptions: Sports content serves as a key differentiator for platforms like Amazon Prime Video and Apple TV+. Amazon, for example, has seen a significant uptick in Prime memberships following its NFL streams.
Monetizing Data: Streaming allows these companies to gather invaluable user data, optimize algorithms, and deliver targeted advertising—enhancing the overall viewing experience.
Enhancing Brand Equity: By partnering with top-tier sports leagues, tech companies can strengthen their brand’s reputation and appeal to a broader, more engaged audience.

Future Implications:

Revenue Growth for Leagues: Competitive bidding for sports media rights will likely drive up league revenues, enabling investments in talent, infrastructure, and community programs.
Evolving Viewership Habits: As more fans turn to streaming platforms, traditional broadcasters will need to rethink their strategies to retain viewership, including revisiting advertising approaches and pricing models.
Innovative Content Delivery: Emerging technologies such as Virtual Reality (VR) and Augmented Reality (AR) will create immersive fan experiences, while direct-to-consumer models could offer customized viewing options, such as personalized camera angles and audio feeds.

Conclusion

As we look ahead, the impact of these trends on sports broadcasting will be profound. The continued evolution of AI, AR, and enhanced streaming technologies will further transform the fan experience, creating more engaging and accessible ways for sports enthusiasts to consume content worldwide.

This is an exciting time for the intersection of technology and sports, and the future of broadcasting promises to be as dynamic as the games themselves.

The author of the article Abhishek Kumar is Engagement Manager (AVP) – AI Products at EXL.

EA SPORTS Acquires TRACAB Technologies to Enhance Realism and Innovation in Sports Gaming

EA SPORTS has announced its agreement to acquire TRACAB Technologies, a leading provider of advanced sports optical tracking and analysis solutions. This strategic acquisition is set to revolutionize how EA SPORTS integrates real-world data and artificial intelligence (AI) to deliver an unparalleled level of realism in its sports gaming experiences.

EA SPORTS has long been committed to pushing the boundaries of innovation in gaming. By investing in cutting-edge tools and technology, the company continues to enhance authenticity, immersion, and the overall gaming experience. With the integration of TRACAB’s real-time data capture and analysis capabilities, EA SPORTS will accelerate its ability to replicate real-world sports with extraordinary precision.

“Our EA SPORTS games are becoming living, breathing simulations of sport, and TRACAB’s cutting-edge technology and expertise in real-time data capture and analysis will enable us to enhance realism, immersion, and engagement in all our experiences,” said Cam Weber, President of EA SPORTS.

TRACAB Technologies: A Game-Changer in Live Sports Data

TRACAB’s sports optical tracking system is renowned for capturing an extensive range of live data points. The system tracks every movement on the field at 60Hz per second, generating approximately 600 million data points per game. This includes tracking 65 unique data points per player and referee, capturing skeletal data from 21 joints on each body, as well as center-of-mass and ball movement tracking.

By leveraging this sophisticated data capture, EA SPORTS plans to refine player animations, behaviors, and AI-driven team strategies. The result will be enhanced gameplay mechanics that truly reflect the dynamism and unpredictability of real-world sports.

Beyond Gaming: The EA SPORTS App’s Future

Beyond gaming, EA SPORTS envisions expanding TRACAB’s capabilities into the EA SPORTS App, positioning it as the world’s leading interactive sports platform. This integration will enable fans to engage with reimagined highlights, predictive simulations, and alternative broadcasts on demand.

Currently, the EA SPORTS App is regionally available in Spain, but with TRACAB’s technological support, its global expansion is set to accelerate. The combination of volumetric data capture and advanced AI will allow fans to experience sports in ways never seen before.

“Joining EA SPORTS marks an exciting new chapter for TRACAB Technologies,” said Martin Brogren, GM of TRACAB Technologies. “Our mission has always been to push the boundaries of sports data and analysis, and with EA SPORTS’ vast resources and vision for innovation, we’re confident that we can create even more immersive and dynamic experiences for sports fans around the world.”

The acquisition is expected to close in EA’s first fiscal quarter of FY26. As EA SPORTS continues to evolve its portfolio, this acquisition signals a significant leap forward in delivering more immersive, data-driven sports experiences. By harnessing real-time data and AI, EA SPORTS aims to redefine the future of sports gaming and interactive entertainment.

Why the numbers count: Why the US and Europe are on divergent paths on sports rights

In this week’s Member Insights, Ian Whittaker, Twice City AM Analyst of the Year spotlights on why the numbers count.

The LIX Superbowl between the Kansas City Chiefs and Philadelphia Eagles takes place on February 9th and, for rights holders Fox, there has been an impressive last-minute rush for the valuable 30-second slots. After a number of advertisers pulled out – including insurer State Farm, which had been criticised for its response to the wildfires in Southern California – Fox has reportedly sold a dozen 30-second slots for at least $8 million. Given the general consensus had been that the previous $7 million price per slot was probably the peak, it is an impressive achievement, especially given NFL viewing figures this season have seen a dip and advertisers generally are pulling money from television. The temptation would be to say that the story proves the power of sports continues to grow.

However, what is happening on the other side of the Atlantic should act as a cautionary tale. There is increasing speculation that DAZN, which controls the bulk of the French Ligue 1 football rights, will pull out of its €400m per annum deal (or, at least, look to significantly renegotiate the terms). DAZN has an option to exit the deal if it does not reach 1.5m subscribers by December 2025 and, with its subscriber numbers only at the 500,000 mark, the chances are it will not meet its target. That puts a serious question, to say the least, over the future of Ligue 1.

So which story is the more typical, the positive or the negative one? That depends on where you look.

Much has to do with geography. There is a noticeable difference between the US and Europe. The US market for sports rights has seen spectacular rights inflation over the past several years not just in the marquee sports such as the NFL and NBA but also what might be termed second-tier sports such as WWE and UFC, which is looking to more than double its current media rights haul. In Europe, the picture has been a lot more mixed and, even where there has been an increase in the absolute amount of money paid – as in the new English Premier League rights deal signed in December 2023, the cost per game shown has seen deflation.

However, the real reason is the relative interest – and strength – of the buyers and, more importantly, why they are buying. In the US, the rights inflation has been driven by the major Tech companies such as Amazon and YouTube and the reason is clear. They see live sports as the way to get their hands on lucrative TV advertising revenues. Live sports dominate live TV viewing. In 2024, 70 of the top 100 most watched live TV programmes in the US were NFL games and that was in a year when there was fierce competition from both the Olympics and the US Presidential elections. The Tech giants have money, lots of money and they can afford to bet big because the rewards are so huge if they get it right (and not just in terms of advertising: a key reason why Netflix smashed subscriber expectations for Q4 was very likely to be the two Christmas Day NFL games, which boosted its share price significantly). Moreover, the potential rewards can justify the cost.

In Europe, though, the Tech buyers are largely absent. Those that did invest in football rights, such as Amazon, then backed out when the rights came up for renewal. Why? Simply because the numbers do not work and are very unlikely to ever work to justify their investment. There is no huge pot of advertising money to be captured and the Tech giants have no interest in building up alternative Pay-TV platforms. Instead, it is left to legacy Pay-TV and Telco companies to buy up the rights – companies whose revenue growth is limited, whose main priorities are to limit their spend and who operate in Pay-TV markets which, in Western Europe, see very modest growth at best and, more likely, stagnation. DAZN was seen as a possible major hope but its recent actions suggest that hope is misguided.

What does that mean for the traditional rights model in Europe when it comes to football rights? Put simply, the Tech cavalry is not coming. So either the rights holders have to live and adjust to a market where there is limited growth or they need to change their monetisation strategies moving forwards.

As usual, this is not investment advice.

Asia Padel Events Brings the CUPRA FIP Tour to New Host Nations Across Asia

Asia Padel Events (APE), a pioneering initiative led by Alenna Dawn and Fredrik Lonnqvist, is set to
revolutionize professional padel in Asia by introducing a series of CUPRA FIP Tour tournaments across the
region. With an ambitious vision to expand padel’s competitive reach, APE is bringing the global FIP circuit to new host nations, including Hong Kong, Malaysia, Singapore, and Vietnam.

The CUPRA FIP Tour 2025 will see an unprecedented number of international tournaments held in Asia, with APE spearheading the expansion. These events will not only provide FIP Ranking points for professional players but also elevate the sport’s visibility and strengthen the competitive ecosystem in the region.

New Host Nations on the CUPRA FIP Tour APE is playing a key role in introducing new countries to the International Padel Federation (FIP) circuit, including:

Hong Kong – Hosting its first-ever FIP Bronze event, marking a major milestone for padel in the city.
Malaysia – Welcoming its debut FIP Bronze tournament in Kuala Lumpur, further solidifying the
country’s commitment to professional padel.
Singapore – Hosting its first CUPRA FIP Tour event, positioning the country as a rising hub for the
sport in Southeast Asia.
Vietnam – Joining the international circuit with a FIP Bronze tournament in Ho Chi Minh, bringing
world-class padel to a rapidly growing market.

The CUPRA FIP Tour is a globally recognized series that enables players to gain FIP ranking points, paving the way for their progression to higher-tier events, including Premier Padel tournaments. APE’s initiative will help local and regional players compete on an international level, while also attracting elite professional talent to Asia.

“Padel is one of the fastest-growing sports in the world, and we want Asia to be at the center of its expansion,” said Alenna Dawn, founder of Asia Padel Events. “By introducing these new host nations to the CUPRA FIP Tour, we’re creating more opportunities for players, growing the competitive scene, and putting Asia on the global padel map.”

APE has also announced multiple FIP Silver and Bronze events in Manila, reinforcing the Philippines’ position as a key padel hub in Asia. The first half of 2025 will feature a dynamic calendar of international tournaments, showcasing world-class competition across the region.

Asia Padel Events aims to be the leading force behind padel’s growth in the region, working closely with the International Padel Federation (FIP), national federations, and private stakeholders to develop a thriving professional circuit. With the CUPRA FIP Tour 2025 calendar set to expand further, APE is committed to making padel more accessible, competitive, and recognized on the world stage.

Lega Serie A inks exclusive partnership with Bancomat

Lega Serie A and BANCOMAT have announced an exclusive partnership for the 2024/2025 and 2025/2026 seasons.

The agreement, with which BANCOMAT enters the field in the role of Official Partner and which includes the Serie A Enilive championship, the Coppa Italia Frecciarossa and the EA SPORTS FC Supercup, represents an important evolution for the company, which combines its role as a daily reference point for Italians with one of the greatest national passions: football.

This collaboration represents a further step in the new strategic path undertaken by BANCOMAT aimed at innovating and consolidating its presence in the digital payments sector.

From today, BANCOMAT will be at the heart of all Lega Serie A competitions, with wide visibility during matches, digital channels and initiatives dedicated to fans, offering content designed to enhance every moment of sharing.

“We are pleased to add to our partners a prestigious brand like Bancomat, which from this month will be Official Partner of Lega Serie A competitions – said Lega Serie A CEO Luigi De Siervo -. Since we started the relaunch of Serie A, the number of our partners has more than doubled, because we have been able to build new intellectual properties creating further opportunities of involvement for the fans, for the clubs and for the partners themselves through projects specific to their identities. We will support Bancomat in its repositioning process not only by launching initiatives for fans through our digital platforms, but also by dedicating decisive moments of our matches to them, as Bancomat does every day with millions of people through reliable and timely services”.

“We are proud to work alongside the Lega Serie A for the next two seasons as Official Partner – said Fabrizio Burlando, CEO of Bancomat S.p.A. -. This exclusive partnership is an opportunity to promote shared values such as passion, innovation and Italianness. After the recent launch of our new brand, football allows us to communicate directly with millions of Italians, accompanying them in the moments of sharing and belonging that only this sport can create. In Italy, football is much more than a sport: it is a passion that unites and inspires every day. In the same way, BANCOMAT is a part of everyday life for Italians: by making every payment moment simple, safe and immediate, we allow people to save time to dedicate to what matters most to them. Like their passion for football”.

ThinkSport: Driving Innovation in Sports with a Global Vision for 2025

ThinkSport, an organization dedicated to shaping the future of sports through innovation, is gearing up for an exciting year in 2025. In an exclusive interview with iSportConnect, Claudine Breton, Director of ThinkSport, shared their ambitious vision for driving collaboration across the sports ecosystem, their plans for expanding internationally, and details about their marquee event, THE SPOT.

A Vision to Transform Sports Innovation

ThinkSport’s mission is clear: to connect academics, startups, corporations, and investors to identify and address the evolving needs of the sports ecosystem. By fostering collaboration and launching innovative projects, ThinkSport aims to bring tangible solutions to pressing challenges in the industry.

In 2025, ThinkSport plans to build on its strong foundations in Lausanne and the broader Swiss sports ecosystem by broadening its international reach. “We are stepping into the global stage, launching initiatives like an AI and robotics-focused innovation challenge in Asia, and collaborating with diverse youth-led sports innovation projects,” said Breton. This approach reflects ThinkSport’s commitment to learning from and contributing to global best practices.

THE SPOT 2025: Innovation and Knowledge-Sharing

At the heart of ThinkSport’s agenda is THE SPOT, a flagship event that connects stakeholders from across the sports industry to drive innovation and knowledge-sharing. Scheduled to take place on May 13, 2025, at Lausanne’s iconic Olympic Museum, this year’s event promises to be more interactive and impactful than ever.

Breton emphasized that THE SPOT 2025 will focus on creating an engaging environment where attendees can connect meaningfully. The event will feature topics critical to the future of sports, such ashow innovation can prioritise and enhance athlete well-being, the integration of esports and virtual reality into traditional sports or how cutting-edge technologies are transforming performance, training, and fan engagement.

A key highlight for 2025 is a renewed effort to showcase global perspectives. Following the success of last year’s discussions with representatives from Saudi Arabia, China, and the United States, THE SPOT 2025 will include insights from emerging markets, fostering a more inclusive dialogue around sports innovation.

Overcoming Challenges in Sports Innovation

Breton also shed light on some of the challenges ThinkSport aims to address in 2025. A recent survey highlighted that many sports organizations lack dedicated innovation strategies or resources, and leadership resistance to change remains a barrier. ThinkSport sees this as an opportunity to provide guidance, connect stakeholders, and drive the adoption of innovative solutions across the industry.

As ThinkSport expands its reach and impact in 2025, the organization remains steadfast in its mission to connect the sports ecosystem and drive meaningful change, a mission which perfectly aligns with that of iSportConnect. With initiatives like THE SPOT and global innovation challenges, the future of sports innovation looks bright.

To learn more about THE SPOT 2025 and register for the event, visit ThinkSport’s website.

Abu Dhabi to host 2025 Turkish Airlines Euroleague Final Four

Euroleague Basketball, the Department of Culture and Tourism – Abu Dhabi, and the Etihad Arena have signed an agreement to host the Turkish Airlines EuroLeague Final Four in Abu Dhabi, United Arab Emirates, for the first time in history. The deal, brokered by the League’s strategic partner IMG, marks a historic expansion of Euroleague Basketball into new global markets.

“I would like to thank the city of Abu Dhabi for showing their confidence in Euroleague Basketball,” said Dejan Bodiroga, President of Euroleague Basketball.

“Bringing the Final Four to Abu Dhabi is an ambitious project and a remarkable opportunity to showcase the EuroLeague atmosphere to a new and diverse audience. At the same time, this partnership guarantees our loyal fans a fresh experience in one of the world’s most modern and tourist-friendly cities. Together, we will deliver another top-level event that will elevate the EuroLeague to new heights.”

The decision to bring the Final Four to Abu Dhabi builds on Euroleague Basketball’s strategic ambition to expand into new markets, building on its 25-year legacy of success. By staging the Final Four in a new region, Euroleague Basketball aims to bring its passionate fan experience and Every Game Matters mantra to a broader global audience.

HE Saood Al Hosani, Undersecretary of the Department of Culture and Tourism – Abu Dhabi, said: “Abu Dhabi has rapidly become the home for basketball in the Middle East, and we’re excited to welcome Euroleague Basketball to the emirate – and the region – for the very first time. A hub for sporting excellence, Abu Dhabi will offer fans a world-class experience at the Final Four events in Etihad Arena, providing a warm welcome and a diverse range of attractions and experiences in addition to the games themselves. We look forward to Euroleague finding new audiences here in Abu Dhabi and once again demonstrating the destination’s capability to host large-scale international sporting events.”

This arrangement strategically combines the new market of Abu Dhabi and the Middle East with the EuroLeague’s traditional pan-European venues. The Final Four will mark Euroleague Basketball’s second experience in the Middle East, following the successful Adidas NextGen Tournament Qualifier hosted in Dubai last season.

The state-of-the-art Etihad Arena, located on Abu Dhabi’s entertainment hub of Yas Island, will host the four best teams of the season, who will play in the semifinals on Friday 23 May at 19:00 and 22:00 local time. The third-place and championship games will be on Sunday 25 May at 18:00 and 21:00 local time. General public tickets, which provide seating for all four games, two on Friday and two on Sunday – will be available in several different price categories, starting on February 26. Further details about ticket sales will be released in the coming days.

“This agreement represents a milestone for the EuroLeague and a significant step in our global growth strategy,” said Paulius Motiejunas, CEO of Euroleague Basketball. “By partnering with Abu Dhabi, we are bringing our most iconic event to a dynamic new environment that offers world-class facilities and a passion for hosting major international sports events.”

Matt Dwyer, SVP, Sports Management, IMG, added: “This game-changing deal is the largest in Euroleague Basketball’s history, expands the League’s global footprint, and creates exciting opportunities for continued growth. Abu Dhabi will provide a world-class Final Four experience for players, stakeholders, and EuroLeague fans, while introducing a whole new audience to the magic of European basketball.”

Abu Dhabi has quickly become one of the Middle East’s leading sports hubs. The city has hosted prominent international events, such as the FIFA Club World Cup (2009, 2010), the Abu Dhabi Golf Championship, the Abu Dhabi World Triathlon Championship Series, and major UFC events, and is the home of the annual Formula 1 Etihad Airways Abu Dhabi Grand Prix. Basketball has also gained momentum in the city, with Abu Dhabi hosting several NBA pre-season games and the USA Basketball Showcase, a friendly tournament featuring national teams from the USA, Serbia, and Australia.

Marcus Osborne, General Manager of Etihad Arena – Abu Dhabi, said “As the premier multi-purpose venue in the region, Etihad Arena is uniquely equipped to deliver an unforgettable Final Four experience. Our state-of-the-art facilities are designed to seamlessly adapt to world-class basketball events, creating an environment where the game comes alive for every fan. Having hosted numerous high-profile basketball games, we’ve seen firsthand how passionate our audience is, and we’re excited to see the venue welcome the best of European basketball to Abu Dhabi. We look forward to welcoming the teams, officials, and fans to Etihad Arena and showcase our commitment to offering an exceptional entertainment experience.”

Why is tech investing in sports sponsorship? Google it.

From promoting new phones to getting their logos on F1 wheels, big tech’s move into the sporting arena is big and bold. David Granger, director of content marketing agency Arc & Foundry examines why.

For UK football fans of a certain age, Pizza Hut’s 1996 television ad poking fun at the national team’s dubious penalty taking record was either too soon, or… that Gareth Southgate who missed against Germany in the Euros that summer, was fair game. It rubbed salt into a sore sporting wound, and there were some who felt it was no laughing – let alone marketing – matter.

Fast forward to 2025 and, January is transfer month in the UK when players are changing teams, giving Google the chance to resurrect another very divisive chapter in football. When defender Sol Campbell moved from Tottenham Hotspurs to their fierce London rivals Arsenal in 2001, the mood in his former club’s fans’ camp was, well… a little tense.

But this controversial move to the Gunners (albeit one which happened almost 25 years ago) gave Google the perfect line to encourage phone owners to “Switch Like Sol”. The ad itself is really clever (or sly if you’re a Spurs fan) with references to team colours, trophies won and anticipating that the grass will be greener for those swapping allegiances.

Aside from the intended poking of footballing rivals, the ad is also another indication of Google’s strategic move into engaging in the sporting arena. The tech company, and YouTube owner, has invested heavily in the NBA, NFL, college sports, esports, the Olympics… and is a main partner of current Formula One world champions McLaren. The logos on team kit, technology investment, fan engagement and grass roots initiatives have pushed the brand to global audiences. But to what end?

Google themselves say it’s to showcase technology (which makes sense when you’re working with McLaren) it’s about driving user engagement either through search engine traffic or on the YouTube platform and keeping fans within the Google ecosystem for as long as possible.

Like any global sports sponsorship, the brand building puts Google in front of massive audiences worldwide… but unlike other traditional sponsors, Google is also on the lookout for data which will help target their advertisers’ own audiences

For big tech, sports is a testing ground, a way to get spectators excited about things like augmented reality and AI. And with so many fans on their phones, it’s an opportunity to reach a huge audience with their products.

If you were being cynical, you could argue the deals are a way to gain control over the sports industry. And there’s the data. The more Google knows what fans like, the more ads they can sell more ads.

However, when it comes to actually creating advertising themselves, fair play to Google for getting the Campbell Pixel ad right (sorry Spurs fans).

There is always a danger that jumping on the bantz-wagon will backfire. As it did spectacularly for Domino’s (it’s another pesky pizza company at it again) when they attempted to poke fun at Arsenal’s Kai Havertz. He’d missed chances in an FA Cup match, but their tweet “Sorry if we’ve missed any orders tonight, we’ve just had this guy start…” was more a mob pile-on for the 25-year-old who had already been subject to online abuse. Along with his pregnant wife.

There’s a case for brands staying away from mocking individual athletes. It may not be the harmless fun the hilarious social team think.

David Granger is the director of Arc & Foundry content marketing agency.

PTO and Visit Qatar announce five-year partnership to host T100 Triathlon World Championship Final

The Professional Triathletes Organisation (PTO), Visit Qatar, World Triathlon and Qatar Triathlon Federation have announced that the final of the 2025 T100 Triathlon World Tour will take place in Qatar for the next five years, starting this December.

The inaugural T100 Triathlon World Tour season in 2024 saw the world’s top 20 female and top 20 male triathletes compete head-to-head on a live global broadcast feed in a series of iconic locations, including: Singapore, San Francisco, London, Ibiza, Las Vegas and Dubai.

The 2025 T100 Triathlon World Championship Final is to be staged in Doha from 11-13 December, with the swim taking place in the Arabian Gulf and then the bike and run legs will wind around the cities of Doha and Lusail – taking in many of the famous local landmarks, including the Lusail Stadium where the 2022 FIFA World Cup Final between Argentina and France took place and has now become a community hub for local schools, shops and other sporting facilities.

It will be known as the Qatar T100 Triathlon World Championship Final and as well as hosting the world’s best professional triathletes, the multisport festival weekend will also feature a series of swim, bike and run events for amateur athletes, including the opportunity to take on the same, new 100km triathlon distance (2km swim, 80km bike, 18km run) as the professionals.

“We’ve been very clear with our strategy for the T100 Triathlon World Tour to visit iconic locations, along with our desire to position the series as a race to one ‘hero’ destination, as happens in many other professional sports,” explained PTO CEO Sam Renouf at a press conference held in Doha.

“This five-year partnership with Visit Qatar allows us to do exactly that, with the season-long series now being known as the T100 Race to Qatar in one of the fastest growing, family friendly tourist destinations in the world, which saw more than five million visitors last year. Qatar’s local population and visitors are also showing a strong demand not only to attend world class sports events, but also, increasingly, to participate in them – following the influx of events like the FIFA World Cup and Formula 1 in recent years. So, as well as being a spectacular venue for the climax of our new professional series, the weekend will also host events for amateur swimmers, cyclists and runners – from first-timers through to our inaugural T100 Age Group World Championships.”

“Although rooted in heritage, Qatar has a keen eye on the future and as well as being the home to global universities, cutting edge health and research centres, it also has a rapidly growing sports ecosystem, with training and sports medicine, in addition to offerings in wellness. Which together represents a great fit for what we’re trying to build with the T100.”

At the first T100 Triathlon World Championship Final, hosted in Dubai in 2024, almost 10,000 amateur athletes completed either a Sprint triathlon (750km swim, 20km bike, 5km run), a 100km triathlon or a 5km Music Run. As well as these mass participation events, the Doha weekend will also see the climax of the best age-group athletes from around the world. The PTO and World Triathlon are developing a qualification system, which is planned to be based on providing slots at each T100 event, on top of the traditional quota system allocated to each National Federation, in order for the top athletes from each age group qualify for their own T100 Age Group World Championship in Qatar.

Commenting on the partnership, Abdulaziz Al-Mawlawi, CEO of Visit Qatar, said: “We are delighted to partner with the Professional Triathletes Organisation to host the Qatar T100 Triathlon World Championship Final in our vibrant cities for the next five years. This event underscores Qatar’s growing reputation as a premier sports destination, showcasing our commitment to hosting world-class international sporting events. Qatar’s infrastructure, state-of-the-art facilities, and rich sports culture offers the perfect environment to host this event. This collaboration further strengthens Qatar’s position as a global hub for sports tourism, inspiring both professional athletes and enthusiasts alike.”

Also commenting on behalf of the Qatar Triathlon Federation, its President Abdulaziz Al Tamimi, said: “As President of the Qatar Triathlon Federation, I am thrilled to announce that hosting the Qatar T100 Triathlon World Championship Final over the next five years marks a significant milestone in strengthening Qatar’s position as a global hub for sports. This prestigious event aligns with our vision to elevate triathlon in Qatar and support our athletes in achieving international excellence.”

“As a passionate triathlete, it has always been a dream to witness a world-class event like this in our homeland. Hosting this world championship simplifies logistical challenges for athletes and reflects Qatar’s commitment to fostering a vibrant sports culture. Developing our national team is a key priority, as we prepare our athletes to compete globally and proudly to represent Qatar. The presence of elite triathletes offers opportunities for inspiration and growth, encouraging the community to embrace the sport. This championship will inspire younger generations to adopt active lifestyles, aligning with Qatar’s National Vision 2030. By hosting this event, we reinforce Qatar’s legacy of organizing world-class sporting events that promote health, wellness, and resilience. We look forward to welcoming all athletes and spectators from around the globe to share in this incredible experience and celebrate the sport of triathlon together.”

Finally, Antonio F. Arimany, President of World Triathlon, who have designated the series as the ‘Official World Championship Tour of long distance triathlon’, added: ‘The T100 Triathlon World Championship Final represents a new chapter for our sport, combining elite competition with global accessibility and participation. As we continue to grow triathlon around the world, confirming the presence of the Qatar T100 Triathlon World Championship Final on the calendar for the next five years is another major milestone for our great sport in this dynamic region. Partnering with Visit Qatar and the Qatari Triathlon Federation to host this prestigious event in Doha ensures not only a world-class experience for professional athletes but also an incredible opportunity for the broader triathlon community to connect with our sport. Qatar’s dedication to innovation and excellence aligns seamlessly with our vision for the T100 series, and we’re excited to see triathlon thrive in this dynamic and inspiring destination. Mass participation events are once more thriving alongside the elite racing around the world and really building into a major movement in the Middle East.”

The star studded list of athletes who will compete on the 2025 T100 Triathlon World Tour was announced earlier this month and includes a roll call of Olympic champions and World Championship winners from 13 different countries. Led on the women’s side by American and Belgian Olympians Taylor Knibb and Marten Van Riel, who respectively won the inaugural T100 Triathlon World Championship Finals last year in Dubai to become the first ever T100 series World Champions.

“I’ve never raced in Qatar before,” said Van Riel. “But I’ve raced in the Middle East multiple times and really enjoyed the experience and the atmosphere. Having seen what the first T100 Final delivered last year, with almost 10,000 amateur athletes getting involved and many more watching us race in person and live on TV, I’ve no doubt this year’s Qatar T100 Triathlon World Championship Final will be a huge success.”

The full list of male athletes can be found here and the full list of female athletes can be found here. Each athlete will have to compete in at least five T100 races during the season, with their four best scores plus their result in the Qatar T100 Triathlon World Championship Final, where points will count double, contributing to their final T100 standing.

The 2025 T100 Triathlon World Tour will take place across nine races, including a return to Singapore on 5-6 April, to start the new series, then San Francisco (31 May-1June), Vancouver (13-15 June), France (27-29 June), London (9-10 August), Spain, Lake Las Vegas, Dubai (15-16 November) and Qatar (12-13 December).

PSG renews partnership with Qatar Airways

Paris Saint-Germain has announced the extension of its partnership with Qatar Airways, voted the World’s Best Airline by Skytrax in 2024. This renewal, which runs until 2028, reinforces a long-standing partnership between Qatar Airways and the Club, based on shared values of excellence, ambition and innovation.

The announcement comes a few days after Paris Saint-Germain’s victory against Manchester City at the Parc des Princes in the UEFA Champions League, the premier competition in Europe of which Qatar Airways is “Official Airline Partner”.

The partnership will expand within the Qatar Airways Group, including Qatar Duty Free and Hamad International Airport. The Qatar Airways logo will continue to be proudly displayed on Paris Saint-Germain shirts, as well as training and warm-up kits for all competitions, including Ligue 1, and UEFA competitions.

Nasser Al-Khelaïfi, President of Paris Saint-Germain said: “We are proud to extend our partnership with Qatar Airways, the world’s best airline, until 2028. This exceptional collaboration is based on shared values of excellence, creativity and innovation, as evidenced by the unprecedented press conference held on board a Qatar Airways flight to kick off 2025. Together, we will continue to build ambitious projects and make history in the years to come. »

Engr. Badr Mohammed Al-Meer, Qatar Airways Group Chief Executive Officer, said: “We are delighted to extend our partnership with Paris Saint-Germain, a club that embodies the spirit of excellence and innovation. This collaboration is a testament to our shared vision to connect and inspire people around the world. Together, we will continue to push the boundaries of what is possible, both on the field and in the air. »